Profiles LLC

Amy Burke Friedman is the owner and CEO of Profiles LLC, a public relations and marketing firm based in Baltimore. With more than 33 years in business, Profiles has been instrumental in shaping perceptions and generating results for its clients.

Under Friedman’s leadership, the company has grown to a team of nine employees and achieved revenues of $1.2 million in 2023. As a 100% women-owned business, Burke Friedman takes pride in fostering an inclusive environment, championing her team’s success, and driving impactful change. She has been recognized as one of the Baltimore Sun’s 2023 Women to Watch and a Daily Record Top 100 Woman.

What does it mean to you to be a women-owned business?

It is a profound source of pride and responsibility. It means breaking barriers, paving the way for future generations, and leading with empathy and determination. As the owner/CEO of Profiles, it’s about creating an inclusive environment where diverse voices are valued, championing my team’s success and driving impactful change. It’s about leveraging our unique perspectives to offer clients authentic solutions and continuously inspiring and being inspired by the incredible women around us.

What challenges have you faced as a women-owned business?

One of the main challenges I’ve faced is balancing business growth with personal responsibilities. Managing the demands of running Profiles while being present for my family requires constant effort and resilience. I strive to promote work/life balance within my team, recognizing its importance for overall well-being and productivity, regardless of age or family dynamic.

This profile is part of The Daily Record's In the Lead: Best Women-Owned Businesses in Maryland list for 2024. Information used in this profile was sourced from the honoree. See the full list at thedailyrecord.com.